Make A Plan: A Drink Spiking Prevention Campaign
The Client: The Massachusetts Department of Public Health
The Problem
Drink-spiking is a public health problem that all adults are exposed to which can diminish their quality of life and well-being. In order to mitigate drink-spiking and its potentially harmful impact, we need to convince adults to keep safety top of mind and intervene in situations that may involve drink-spiking if they can.
But we know drink-spiking can occur when individuals are out trying to relax and have fun and are not in their most attentive and rational headspace to step in. And we’re asking them to take an inherently difficult, sometimes scary action in a moment when they are likely intoxicated, their judgment is impaired, and they are least capable of critical thinking.
So our opportunity is to reach people before they are in that situation. If we convince people to think about the possibility of drink-spiking and empower them to prepare, we make it more likely that they’ll take action when it can make a difference.
The Goal: Make it more likely that Massachusetts adults get home safely after a night out.
The Desired Behavior: Prepare for the possibility of drink-spiking before going out for the night and have a plan of action as a group to step in if something seems wrong.
The Approach: Reach them when it counts
When it comes to reducing the incidence of drink-spiking, most people think there are two options: prevention or intervention. But there’s actually a third approach, where prevention and intervention meet: preparedness.
When a group of friends—or even bar staff—take the time to prepare for situations including drink-spiking, and make a plan of action before the night starts, it's more likely that they’ll recognize suspicious or harmful behavior, and be ready and willing to intervene when it counts. Our approach is to incorporate planning for the possibility of drink-spiking into all the other rituals that are part of getting ready for a night out.
The Audience Experience: I feel comfortable relaxing because I know my friends and I have each other's backs.
When I get ready for a night out, I always prepare: what to wear, where you want to go, who's going to be the designated driver, and other ways to make sure I have the best night possible. So preparing for drink-spiking shouldn’t be any different. I take a few minutes with my crew before the night starts to remind ourselves of the importance of consent, how to recognize the warning signs of involuntary intoxication, and make a plan for how we’ll step in together if something seems off. This way we can all feel comfortable having fun and letting loose. And even in the worst-case scenario, we have a plan.
Current Perspective: Drink-spiking is scary but it seems rare and I doubt it’ll ever happen to me or those around me. No matter what happens, I can take care of it myself.
Desired Perspective: Drink-spiking can happen to anyone, anywhere, at any time. I know people are at risk whenever they go out drinking, but my crew and I have a plan to help each other in case something bad happens. And that makes me feel more comfortable and relaxed.
Proof Points:
No matter who you are or where you’re going, drink-spiking could happen. But being prepared is something everyone can do. And it gives you the power to keep your crew safe when you're enjoying a night out.
When you have a plan of action for the worst-case scenario, it makes it easier to relax and have fun in the moment.
Intervening in a bad situation is easier and feels better in a group. When you remind your crew about boundaries and consent, and make a plan to safely step in together, you’re more likely to change the course of events and prevent harm.
You likely already have code words or signals that you use to check in on and rescue friends from certain situations—like awkward conversations. Those tactics work just as well in a serious situation like this.
Having each others’ backs on a night out builds bonds and strengthens friendships. Having a trusted circle you feel comfortable leaning on will help you long after your night out is over.
Top-line Message (for Digital):. Before going out, make a plan with your friends to protect each other from drink-spiking and safely intervene in any suspicious or harmful situations.
Secondary Message(for Bar Signage): Learn the warning signs of drink-spiking, and safely step in to immediately protect your friend from further harm.
Voice & Tone: Matter-of-fact, Empowering, Urgent
Public safety campaigns such as this one should raise the urgency of Empowering the issue while empowering bystanders to intervene when they see something. We need to make sure that the message feels relevant to all adults (since drink-spiking doesn’t discriminate) and doesn't put blame on victims. Rather, it should be engaging and memorable enough to come to mind every time a group of friends gets ready to go out and encourage everyone to step in against drink spiking.
Mass.Gov Drink Spiking Landing Page
Agency: Argus